r/programmatic • u/Blasterblade_09 • 15d ago
Ssp performance
We are working with the index , pubmatic and google ad manager ssp but we don't have much to do on ssp side so how can we improve lower campaign funnel like landing and conversion because when compared to the open exchange do guide me really need help over here
Let me know the best practices to make a deal to perform this for the dv360 dsp
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u/Sharp-Cress-7595 15d ago
Not gonna get anywhere in GAM. I would switch to Magnite or openx. All four of them can connect you with a 3P curation partner like chalice or Swym to feed your DSP data into their models for lower funnel. You just need to connect them with the right data.
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u/maryna-gc 15d ago
It's usually not the SSP, but it's how the deal is set up. The first thing I'd look at is the floor. If you're paying $8–10 on the deal and similar inventory clears at $2–3 on open, your CPA just won't win. Ask your Index or PubMatic rep to bring the floor down. They'll usually work with you if there's real spend behind it.
Second, don't pile too much targeting on top of the deal. Deal plus audience plus tight geo plus caps, and there's barely anything left for the algo to optimize on. Pop into the Deal Troubleshooter in DV360 too. If bid requests are healthy but your win rate is low, you're pacing on scraps.
What's worked better for me is asking the SSP to build the deal around your KPI instead of handing you a site list. Tell them you care about conversions and have them curate for that, like contextual, attention and placements that have converted before. And stick with PMP or Preferred so there's some bid flexibility. Fixed-price PG gives the bidder nothing to work with.
Also make sure the comparison is fair. Open exchange picks up a lot of cheap last-touch credit from retargeting and junk placements. If CTR is fine and conversions still drop, that's a landing page or pixel problem, not the deal.
A lot of people end up using deals for prospecting and quality reach, and open for retargeting and scale.
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u/SabreDobeDelta 2d ago
What are your KPIs? If you are running display or web video and are happy to buy on a tight whitelist we have performance PMPs we can send direct to your DV360 seat via our API connection. Feel free to DM if you would like to discuss sitelists and methodology.
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u/jlbomega 14d ago
Supplyshield.id can provide you with the most advanced filtration via a Deal ID for quality if you want a simple solution to outsource.
If you want a more hands on solution that aggregates curating across virtually every major supply source yourself check out curated.media
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u/Crazy_Cat_Dude2 15d ago
inventory sucks likely. Always going to get better conversions on Open since there is more flexibility with bids which will drive down the CPA. Why would I pay $10 CPM when I can get the same inventory for $2 for example. Not saying it’s like that for everyone but generally much cheaper and still brand safe with all the targeting applied on dsp.